In the eyes of a protesting group in London, every single body is ready for the beach.
After a nutritional supplement brand, Protein World, launched a series of neon-yellow advertisements asking passersby if they're "beach body ready," hundreds of body positivity activists jumped into action.
A popular campaign called #Eachbodysready was created to encourage supporters to graffiti the ads featuring a toned model in a bikini.
The resulting controversy has become so heated, it inspired over 45,000 people to sign the Change.org petition encouraging Protein World's CEO, Arjun Seth, to remove his company's ads.
While the debate rages on Twitter about the commoditization of the "beach body," Seth says it's actually been positive for his company's sales. He told Channel 4 News any action taken against the "aspirational" ads amounts to little more than petty vandalism.
An April 24 update to the petition against Protein World confirms the Advertising Standards Authority is investigating complaints.
The #Eachbodysready Facebook page posts images of graffitied ads.
Protein World has been quick to lash back at critics on Twitter.